From Coke to Pepsi and Mac to PC, brand wars seem to catch fire quickly, always creating quite the stir. Specifically, these brands fight for consumers’ brand loyalty in order to shut out their competition. So with Gillette, one of the most recognized brands for men’s razors, punches were thrown by fellow competitor, Dollar Shave Club. Like any major brand would do, Gillette answered back by launching their own economically friendly and easy online subscription option to counter Dollar Shave Club.
To provide some brief background, Dollar Shave Club launched a YouTube video in March of 2012 titled, “Our Blades Are F***ing Great”, featuring the CEO Michael Dubin (One of my favorite Brand Champions!). In the video, they made direct hits to Gillette, criticizing them for expensive razor blades, over-spending to sponsor famous athletes like Roger Federer, and using unnecessary technology such as a vibrating handle and a flashlight.
Dollar Shave Club is making headway by rapidly gaining customers and venture capital to finance their direct aim at Gillette and its overall customer base. While going after Gillette, they have successfully executed guerilla marketing by viral and social media marketing campaigns. The Dollar Shave Club video “Our Blades Are F***ing Great” prompted 12,000 orders in a two-day span after it was released, and has received over 14 million views as of early 2014.
Brand Champions who represent their companies and are faced with brand wars like this are not afraid to take their competitors head on to either gain ground or protect their current market share. In this case, Brand Champion Michael Dubin wasn’t intimidated to take on the proverbial 800 pound gorilla that is Gillette and their very profitable razor blade repeat business model.
Watching television last night, I saw an advertising push from Gillette that was released back in the spring, touting their own dollar razor club in response to Dollar Shave Club. It took Gillette a while to rebuttal, but they are responding and fighting to protect their razor blade business, fending off Dollar Shave Club continued attacks in this brand war.
Make sure you are championing your brand, getting your message out proactively, and either gaining market share when you can or protecting your customer base and existing market share when battling your competitors. Be your company’s Brand Champion with a driven and confident demeanor to achieve your brand’s and personal goals!